• by Wayne Friedman , Staff Writer, January 31, 2024

So Tom Brady is making it back to the Super Bowl again -- in another TV commercial. I am wondering how viewers might respond.

The advertising message this time touts the sports-wagering online business BetMGM.

To refresh TV viewers' memory, in 2022 he was in a Super Bowl commercial for FTX, the now defunct cryptocurrency-selling company whose founder and CEO Sam Bankman-Fried was found guilty after $8 billion in customer funds went missing. He could potentially face 110 years in jail if convicted of all charges.

Obviously, talent in nearly all TV ad messages are not typically major stakeholders in the companies they represent. But interestingly, Brady has aligned himself again with money-making and risky financial investments (at least from a Monday morning quarterbacking perspective).

Some background: Over the last several years, sports TV leagues have increasingly been part of the boom around the legalization of sports gambling and wagering. Viewing engagement is naturally stronger on the part of those wagering.

When the Supreme Court came down on the side of legalization of gambling in 2018, this amounted to an umpire's whistle starting the game.

Super Bowl viewers see a lot of TV commercials -- or not -- on Super Bowl Sunday, depending where they are on the buffet line. For more than a few years now, there have been many sports-wagering businesses touting their wares. Nearly all are with celebrities -- actors and/or athletes. 

Viewers may not necessarily make the association of Brady with FTX.

But they may know there is financial risk everywhere -- perhaps identifying a strong difference between a virtual/digital currency's value and sports gambling.

And the point of the BetMGM commercial? With all the winning that Brady did as a football player, there is a belief that he does not need to win any more. 

Vince Vaughn, who hosts the spot, says BetMGM is for everyone. Except for Brady. He interviews people and tells them all they are “in.” 

Vaughn says to Brady: “The truth is you've won enough, Tommy. Let others have their turn.” 

Including, apparently, appearing in more Super Bowl TV commercials.